Serving Export Markets through Video Content

 2016 has been heralded as the year of ‘video’ but recently most years are heralded as the year of ‘video’. That’s probably because video content is big. It’s very big. If we were to take a poll on how many people would have preferred to watch this article rather than read it the answer might not shock us. 59% of senior business executives said they would prefer to watch an article over reading according to research by Forbes Insight.

At the end of 2015, 78% of people were watching videos weekly and 55% of people were watching videos daily (Statista). Now half of all mobile traffic comes from on-line video content. Based on these numbers experts believe that in 2 years’ time video will make up 79% of consumer interaction on-line (Statista).

Having read and looked at a number of the recent whitepaper releases from the likes of Nielsen, Statista, ReelSEO and other leading insight sites. It is hard to ignore the numbers, Cisco’s ‘Visual Networking Index’ developed for 2015 released the staggering calculation that a single individual would need 5 million years to watch the amount of video content that will be online by 2019 (Cisco).

Video is so accessible now, smart phones and social media apps like Vine, Periscope and YouTube have reduced the cost and time constrictions previously associated with it. As a result, we have stats such as, ‘every minute 300 hours of video is uploaded straight to YouTube.’ (Youtube). Viewable content is now feasible for any business or individual armed with a smart phone or tablet device to produce. Technology advancements ensure that video is and will continue to be the major player in on-line content. Video cuts out much of the work for average consumers, they love it for its accessibility, whenever and wherever. Bite sized, shareable, engaging and easy.

Video in business is no different, Statista’s recent studies showed that 75% of business executives watch content that directly correlates to their work on a weekly basis. Already 93% of marketers make use of video in a sale, communications and on-line marketing function, with 96% of B2B businesses planning to include more video in their content marketing (Statista).

That’s a lot of impressive percentages and numbers, but what does it really mean? How can you really use video to help raise awareness and create interest?

For a start all content created for a business should be relevant. In order for a brand to continue to track with consumers, it needs to speak to them and engage with them. Video remains the clearest and most concise way to deliver information. A recent whitepaper from YouTube in 2015 surveyed its viewer base to see what they expected from video content. The answers were simple, to be; entertained, informed and inspired.

Also while content might be king, timing is everything. You might have created the most engaging piece but if it is released too early or too late then it won’t matter. It is important for your video content to meet your audience at the moments that matter most. People are searching for information on-line all the time using the two biggest search engines Google and YouTube to determine purchases. One in four shoppers stated they watched a YouTube video before making a purchase. (Invodo).

Ultimately if your content and strategy is centred on the user’s experience then the results will reflect this.

If you want to discuss any video projects for your business, you can reach us at Pale Blue Dot using the details below.

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Jaime Steele

Jaime specialises in brand strategy, creative concepts, naming strategies, digital media marketing and technical project management. He has a strong background in delivering and managing social media and digital marketing campaigns for both small start-ups and blue chip companies.

He has also worked with many top professional athletes, advising on personal branding, sponsorship and social media.

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